E-Commerce

Designers of e-commerce applications need to create usable and efficient sites that allow users to find the products they are looking for with ease and with minimum effort. At the same time e-commerce systems need to convey an organisations' brand identity and build user trust. Our research on e-commerce is focused on the potential trade-off decisions that are required in pursuing these goals. We use eye-tracking to measure the effect of design decisions on user's behaviour on an atomic level. To research effects on user trust, we adapt methods from experimental economics.

Publications

Peer-Reviewed

Jens Riegelsberger, M. Angela Sasse & John D. McCarthy (2005). The Mechanics of Trust: A Framework for Research and Design. International Journal of Human-Computer Studies, 62(3), 381-422 [PDF (via ScienceDirect)].